Seraphinne Vallora, a London-based editorial marketing company, used artificial intelligence to create two models: Vivienne and Anastasia. The photos of both AI models, used for the 2025 Guess ad campaign, are the center of conversations in the fashion industry and criticism from some consumers who were formerly subscribed to Vogue. Here’s the scoop:
Seraphinne Vallora’s AI-generated models, Vivienne and Anastasia, are featured in the August 2025 issue of Vogue USA Magazine. The small print on the 2025 Guess ad campaign photos reveals that Seraphinne Vallora used AI to create the models. After seeing both AI models in Vogue USA’s August 2025 issue, some consumers created social media posts to express their preference for seeing real people in magazines. Now, these AI-generated models are a topic of conversation about the impact of widespread images on normalizing beauty standards.
The co-founders of Seraphinne Vallora responded: “We are here to coexist together. We will always see photography, the stylist, and everyone involved in a photo shoot as incredibly important… The heart of fashion is photography. We will never challenge that. This (AI) is meant to supplement that, and add a new avenue of marketing.”
After making history as the first company to produce an ad campaign with AI models in Vogue USA’s August 2025 issue, Seraphinne Vallora posted this candid message:
This leads to two questions: Who gets to be visible in the world of fashion? Which beauty standards should be normalized? Dove’s campaigns, including the “reverse selfie”, challenge unattainable beauty standards in fashion by showing how digital filters on social media can lower the self-esteem of consumers.
As AI blurs more lines between real beauty and imitations, it impacts the image of beauty standards and representation. Guess and Vogue are receiving backlash for the AI Guess ad campaign featured in Vogue USA’s August 2025 issue. AI cannot replicate the emotional depth and substance of real engagement with consumers. For this reason, a balance between real beauty and technology is important for saving the future of fashion.
Do you support the use of AI in fashion, or do you think AI is a source of unrealistic beauty standards? Comment below!
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